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So you want to evolve your brand’s voice

Or how to work towards sounding like a company comprised of humans, but not an actual human. -by Doug Sutherland There’s one word that brand-voice guidelines use more than any other. In fact, I’m not sure I’ve ever read a set of guidelines that didn’t feature this golden word. The word? Why, it’s conversational of […]

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Readdressing Dormant Customers through Creative Reactivation Campaigns

-by Caleb Foreman As marketers, we look at the communications we make through rose-colored lenses. Honestly, who could blame us? We dig tirelessly for insights, carefully craft strategic approaches, painstakingly construct authentic messaging and refine round after round of creative revisions to ensure a result that’s note perfect. The final product is a carefully packaged […]

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When Customer Journeys Do Harm - And How to Fix Them

By Guy Gouldavis Customer journeys are prevalent today for good reason. They’re a distinct improvement over the previous marketing era— one too corporately self-serving and not customer centric enough. The danger with anything that becomes accepted, however, is that it stops being questioned. Conceptually, customer and consumer journeys are not flawed, but the way they […]

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CXRM AND THE DRUG LIFECYCLE

By John Mullin How should a pharma marketer be thinking about CRM (or better, CXRM) across the life cycle of a drug? Early. And often. Of course there are inflection points when we use CRM to align with the brand: New indications or formulations New launches Clinical trial results Managed care or formulary wins But […]

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Solving For X

A prescription for the pharmaceutical industry By John Mullin Pharma’s blockbuster launches have trained marketing’s smooth muscle memory. Brands like Prozac, Plavix, Lipitor and Viagra exploded under a frequency model that combined strong sales forces with iconic advertising campaigns and forests of printed collateral to create fame. These brands reached icon status and entered the […]

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A conversation with David Anders

David recently joined Javelin to lead business development and strategic alliances. We sat down together to discuss what’s on his mind and to learn more about what keeps him energized outside the office. What drew you back to Javelin? More than ever, clients need help creating meaningful experiences for people that drive business results. They’re […]

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CXRM

If experience is the new brand, CXRM reflects this fundamental shift in the relationship between brands and customers. Once upon a time what we told people about our brand was the biggest influence on how they felt about us. Today a brand is the sum of people’s lived experiences with it. Experience is not only […]

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Open wide: This (journey) won’t hurt a bit.

Worried about your “customer relationships?” Don’t be. You don’t have them anyway. That’s one takeaway from Thunderhead research on Customer Experience (CX), in which 59% of respondents characterized their interactions with brands as totally one-way—not relationships at all. The fact is that enterprise-scale transformation toward CX excellence is a sprawling, years long initiative demanding executive […]

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